A new study by the Frontier Lab, a conservative market research group, found that Republican voters who leave the party do so because they are are tired of being told to vote Republican as the "lesser of two evils." The study, "Switching Behavior: Modeling disaffiliation from the Republican brand," is published on the group's website and applies scientific methods of qualitative research to the GOP's most urgent problem.

Unlike the official Republican National Committee (RNC) "autopsy," which was prepared by consultants and political figures using familiar campaign-season methods such as focus groups and polls, the Frontier Lab study applied a specific methodology from market research, Behavioral Event Modeling (BEM), to understand the specific decisions of a sample of 97 Republicans who had chosen to leave the party in recent years.

Anne Sorock, author of the Frontier Lab study, writes that the RNC autopsy failed to provide "meaningful insights about how the Republican Party’s adherents are interacting with the brand as it stands." In an interview with Breitbart News, she expanded on her criticism of the RNC's self-examination, saying that the RNC's decision to use political consultants was "a perfect example of everything they are doing wrong."

The Frontier Lab study includes both conservative and moderate Republicans, and identified four key events that prompted individuals to "disaffiliate" from the party. One was the rejection of the "lesser of two evils" argument--the argument that voters had to support a bad Republican because the Democratic candidate would invariably be worse. Both conservatives and moderates are tired of the "two evils" argument, Sorock said.

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